Jack Daniel’s picks 22feet as Integrated Creative Agency of Record for India

Omnicom Advertising India’s 22feet has won the integrated mandate for Jack Daniel’s India following a multi-agency pitch process.

The comprehensive and integrated mandate encompasses brand strategy, digital, social media, packaging, experiential and retail communications.

The mandate covers the full Jack Daniel’s portfolio - Jack Daniel’s Tennessee Whiskey, Jack Daniel’s Flavors, Gentleman Jack, Jack Daniel’s Single Barrel and new launches in future.

The creative mandate also includes the brand building mandate for the brand extension - Jack Daniel’s Merchandise.

22feet will lead Jack Daniel’s route-to-relevance in India by shaping a bold, culturally attuned communication, content and design ecosystem across consumer touchpoints.

“We are delighted to partner with the exceptionally talented and passionate 22feet team as we enter a new phase of growth in India which requires breakthrough creative at every touchpoint, backed by sharp local consumer insights, to build strong salience and relevance with our core audience - new age Indian independent spirits and expand our consumer franchise for Jack Daniel’s portfolio,” shared Vinay Joshi, Director - Marketing, Indian Sub Continent and Maldives at Brown- Forman - the makers of Jack Daniel’s.

Speaking on the new partnership, Shikha Davessar, Managing Partner, 22feet added, “Winning this mandate is a reflection of the depth of thinking 22feet brings to every brief. India is at an inflection point when it comes to premium lifestyle choices, and Jack Daniel's is perfectly poised to lead that conversation. We're excited to bridge the brand's global heritage with local resonance and create a brand experience that doesn't just enter the Indian market but earns its place in it.”